Del Demaree Jr., AAF
Del Demaree Jr., AAF, a second-generation owner of Syndicate Sales and past president of the Society of American Florists whose product innovations left an indelible mark on the industry, died Jan. 2. He was 85.
Demaree was involved in the floral industry from an early age, when he, his brother and cousin packed orders of Aquapics for his father’s company, Demaree Molded Plastics, behind the family’s grain shed. That product — a plastic water tube that keeps a single flower stem hydrated — became an instant hit, and was the start of what would later become Syndicate Sales in Kokomo, Indiana.
From the mid 1950s to the mid 1960s, Demaree graduated from high school, got married, started a family, served as a manufacturer’s rep for several hardgood companies and graduated from Indiana University. By the time he took over as president of Syndicate Sales in 1967, the manufacturing side of the business had gone bankrupt, but Syndicate Sales remained as a seller of hard goods.
Demaree is credited with seeking out leading edge solutions to supply chain issues — most notably a transportation and distribution system, the use of barcodes to track shipments and later online ordering and the use of social media. But he is perhaps most remembered for growing the company with innovative product lines that had tremendous influence on the industry.
“Nearly everywhere you look in the floral industry, you will find Del’s fingerprint and vision,” says Shirley Lyons, AAF, PFCI, former owner of Dandelions Flowers & Gifts in Eugene, Oregon, and SAF’s first female president. “His innovation in glassware and containers brought new design trends that are used around the world today.”
Under Demaree’s leadership, Syndicate introduced Fronzwood containers, the first structurally molded plastic container lines with widespread acceptance. He also started Hoosier Glass, the company’s first diversification from plastic products. Syndicate’s vases made with a new injection blow molding technique put an end to plastic vases leaking at the seams. In 1994, Syndicate began offering floral preservatives and foam under the names Aquaplus and Aquafoam.
Many credit Demaree’s vision and entrepreneurial drive for the company’s success.
“His foresight and innovative spirit propelled Syndicate Sales to become a genuine trail blazer and powerhouse,” says former SAF President and Floricultural Hall of Fame inductee Red Kennicott, AAF, whose nomination got Demaree inducted in 2015 to the Floriculture Hall of Fame.
In addition to his innovations and business acumen, Demaree was also a mentor to his employees, says Kelvin Frye, who worked under Demaree in sales.
“As a true leader does, he gave me every chance to succeed and to fail,” Frye says. “He allowed me the space to make critical decisions very early in my career at Syndicate, and never tried to protect me from failure. Del knew that this was the quickest way to learn!”
Demaree also devoted a tremendous amount of time and energy to the industry.
He was SAF’s president from 1981 to 1983 and served on several SAF committees, including the Government Relations Committee where he was active in policy development. Demaree served on the Wholesale Florist and Florist Supplier Association board of directors and as its treasurer. He was also chairman of the American Floral Endowment from 1992 to 1993, where he later established the Del Demaree Family Fund and a business internship program. AFE has established a memorial tribute honoring Demaree.
According to his peers, Demaree set an excellent example in those volunteer leaderships roles.
He was president of SAF when Charles F. Kremp 3rd, AAF, attended his first SAF convention, and it was Demaree’s warm demeanor that left an impression, Kremp says. “His personality and manner at the podium was so warm and friendly, and exuded a quality that we associated with SAF and encouraged our future involvement,” says Kremp, who would later serve as an SAF president. “He achieved a lot of success in business, but the success in building friendships was a trait that I am sure he held high.”
Sten Crissey, AAF, another past SAF president, remembers Demaree for much of the same traits. “Del modeled an enviable leadership style that was inclusive, strong, yet warm and welcoming to all,” Crissey says. “His wonderful sense of humor permeated his discourse with everyone. He was held in great respect by anyone who knew him, and the industry was blessed beyond measure to have had him as part of it, not to mention his steadfast leadership in so many capacities.”
Crissey also recalled accompanying Demaree to the White House when First Lady Nancy Reagan was inducted into the American Academy of Floriculture.
“His warm and gracious style was disarming and made us all proud to be there with him as our leader,” Crissey says.
Demaree’s family has been comforted by the outreach and support they’ve received since his death, says his daughter, Laura Shinall, AAF, who also works in the floral industry as managing partner at FreshPath Marketing.
“Del loved the floral industry and he loved the people in it,” she says. “It was his home away from home and the place where he formed many of his closest friendships. He also found great satisfaction in giving back to the industry that gave him, his business and his family so much.”
For information about Demaree’s services, click here.
Amanda Jedlinsky is the managing editor of SAF NOW.
